Improving and optimizing customer experience is the primary impetus for digital transformation. Most businesses are disrupted because they expect yesterday’s customer experience to be sufficient today and tomorrow. Ask Blockbuster how that worked out for them? Or Yellow Cab? Or the millions of people who do their shopping on Amazon.com instead of driving to a store.
A journey map is a timeline of actions that describe the relationship between your company and either its internal or external customers. Or both. It provides a visualization of all interactions with your organization, from the point of view of your customer, user, partner, or product. Of course, if it is not directly linked to your operational model, it is not much more than an expensive pretty picture.
Taking the time to map out your journeys and linking them to business architecture provides a unique view of processes and the IT systems that support them. It helps break down departmental silos and allows you to understand – and adjust – your business operations accordingly. Unquestionably, happy customers and satisfied employees create business value. With iGrafx journey maps, which link directly to underlying business architecture, your ability to tangibly increase value is immediate.